A big box of mints arrived at my doorstep last week. But they weren’t just ordinary mints. No, they were XyliChew Mints with 100% Xylitol! I’ve been a big fan of XyliChew and its dusty purple cousin Ricochet for a couple years now, but their great taste is only one small reason for my affection.
The thing I like most about XyliChew is its marketing. First of all, the name is brilliant because the mints aren’t chewy at all (nor are they xyley). Next, they claim that the mints are “100% Xylotol” in the upper left corner on the front of the package, while on the back in fine print the ingredients are listed as “Xylitol, Gum Arabic, Magnesium Stearate, Natural Flavor, Carnauba Wax, Beeswax.” Maybe they’re just giving 110 percent.
My favorite example of marketing sleight of hand has to be the “DOUBLE BONUS: ORIGINAL FORMULA. MORE MINTS.” Fine. I can see how getting more mints would be a bonus. But how in the world can anyone claim that not changing something is a bonus? It’s like saying, “Hey, everyone, we’re going to pay you the same this year as we did last year. Bonus!”
Did I mention they’re made in Finland? Triple Bonus!